556: Award-Winning Strategist Hernan Tagliani on What Brands Get Wrong About Multicultural Marketing

556: Award-Winning Strategist Hernan Tagliani on What Brands Get Wrong About Multicultural Marketing

What if cultural relevance isn’t just a marketing strategy but a business imperative?

In this episode, I speak with Hernan Tagliani, a multicultural marketing expert, award-winning strategist for Fortune 500 companies, and author of The Hispanic Market for Corporate America and Multicultural Mainstream, that explains how brands can drive lasting growth by truly understanding and serving Hispanic consumers.

Born and raised in Buenos Aires, Hernan shares how he rebuilt his career from the ground up after moving to the U.S., started his agency with a single client, and went on to lead multicultural strategy for some of the world’s most recognizable brands. His approach? Culture before language. Data before assumptions. And storytelling that builds trust, not just transactions.

We explore:

  • Why many brands are missing out on long-term growth by overlooking multicultural strategy

  • The biggest myths corporate leaders still believe about U.S. Hispanic consumers

  • Why translating a campaign isn’t enough and how “transcreation” builds loyalty across generations

  • How Hernan helped a national brand go from pilot campaign to national success by earning trust first

  • What it takes to create a brand that reflects, and respects, the communities it serves

  • How AI and digital media are reshaping what it means to be culturally relevant in real time

Hernan also shares personal insights on leadership, reinvention, and why taking risks, even when it’s uncomfortable, is key to becoming a purpose-driven entrepreneur.

Whether you’re building a brand, scaling a business, or trying to connect with today’s fastest-growing consumer segment, this episode offers practical strategies and a powerful reframe on what it means to lead with culture, not just campaigns.

Get Hernan’s book here: https://rb.gy/jjvvs4

Multicultural Mainstream: The Power of Hispanics In Consumer Marketing

Here are some free gifts for you:

Overall Approach Used in Well-Managed Strategy Studies free download: www.firmsconsulting.com/OverallApproach

McKinsey & BCG winning resume free download: www.firmsconsulting.com/resumepdf

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Episoder(499)

97: The most important output in a consulting study | Management consulting project  | Benefits case

97: The most important output in a consulting study | Management consulting project  | Benefits case

An episode 96 of Strategy Skills iTunes podcast is here (Strategy Skills podcast is ranked among 5-10 top for careers in many countries worldwide).  One thing you always need to present in all of your management consulting projects is a business case. If you are not presenting a business case to a client, or a benefits case, I prefer the word benefits because it makes it clear you are looking for a benefit for a client, if you are not presenting a benefits case to a client you are making it very difficult for the client to make the decision to implement what you are saying in your recommendation as part of your management consulting project. www.FIRMSconsulting.com - optin for email updates to receive access to some episodes from our advanced #strategy programs.

21 Jan 202010min

96: "Are you undervaluing your customers?" with Bain & Company's Rob Markey

96: "Are you undervaluing your customers?" with Bain & Company's Rob Markey

Listen to this thought-provoking discussion between Michael and Rob Markey, Bain and Company's partner.  Rob Markey, a partner and director at Bain & Company and the founder of the firm’s Global Customer Strategy and Marketing practice. He is a co-author of The Ultimate Question 2.0 and is the host of the Net Promoter System podcast. He is based in New York. https://www.firmsconsulting.com/

14 Jan 20201h 9min

95: Value chain mapping | When value chain analysis are useful | Strategic management

95: Value chain mapping | When value chain analysis are useful | Strategic management

We have seen many value chain mapping examples. We have seen good value chain mapping, bad value chain mapping, incomplete value chain mapping. Ultimately, given the nature how value chain mapping will work, it can only do few things and it cannot do a few things. So if value chain mapping is presented to do things it cannot do it is flawed. When you do value chain analysis it is far more useful to see where profits are going to shift over time, that is one thing you have to do. Two, assign some probabilities of what are the odds of this happening. And 3, what influences those probabilities. You are analyzing the entire sector, the entire industry. A lot of things influencing a sector. Consumer spending can change with the recession. Recession can change things. Different legislation could cause profits move from point x to point y. Competitor making a misstep could cause it, new competitor entering, competitor going bankrupt. So whenever someone says I am so certain this will happen you should question their business judgement because you cannot predict the future. #valuechainmapping #valuechainanalysis #valuechainanalysisexplained https://www.firmsconsulting.com/

7 Jan 20209min

94: Design the value chain you need | Value chain analysis | Management consulting

94: Design the value chain you need | Value chain analysis | Management consulting

An episode 94 of Strategy Skills iTunes podcast is here (Strategy Skills podcast is ranked among 5-10 top for careers in many countries worldwide).  www.FIRMSconsulting.com - optin for email updates to receive access to some episodes from our advanced #strategy programs.

31 Des 201917min

93: How to Manage Like Amazon (with CEO Advisor Ram Charan)

93: How to Manage Like Amazon (with CEO Advisor Ram Charan)

Every business wants to succeed like Amazon so we invited New York Times bestselling author & CEO Advisor Ram Charan to talk about How to Manage Like Amazon. From their high-velocity decision-making to their top talent hiring practices to their “Forever Day-1 Culture”, the insider secrets behind Amazon’s success are now within anyone’s grasp. Find out how Amazon does it and how you can too by listening to this fascinating conversation between Michael and Ram, whom Fortune calls “The most influential consultant alive” and whose book  Execution spent 150 weeks on the New York Times bestseller list. Ram's new book The Amazon Management System can be purchased here https://amzn.to/2RGGLy6 https://www.firmsconsulting.com

11 Des 201951min

92: Senior partner at McKinsey & a global leader of their Organization Practice

92: Senior partner at McKinsey & a global leader of their Organization Practice

Meet Bill Schaninger, Senior Partner at McKinsey and a global leader of their Organization Practice (based in Philadelphia). Bill focuses on driving large-scale organizational and cultural change for clients across North America, Europe, and the Middle East. An expert on the role of culture, values, talent and leadership in improving business outcomes, he helps executives enhance management effectiveness. Bill has published extensively in practitioner and academic journals, on organizational topics. FIRMSconsulting.com - optin for email updates to receive access to selected episodes from our advanced training programs.

25 Okt 20191h 10min

91: How do I know what is corporate strategy

91: How do I know what is corporate strategy

An episode 91 of Strategy Skills iTunes podcast is here (Strategy Skills podcast is ranked among 5-10 top for careers in many countries worldwide).  www.FIRMSconsulting.com - optin for email updates to receive access to some episodes from our advanced #strategicmanagement programs.

24 Sep 20195min

90: What makes corporate strategy different

90: What makes corporate strategy different

You can find more training resources here: Get free access to selected episodes when you sign up for email updates: https://www.firmsconsulting.com Get Access to Firmsconsulting Training by Becoming a Member Here: https://www.firmsconsulting.com/subscription-options/ Instagram: https://www.instagram.com/firmsconsulting/ Facebook: https://www.facebook.com/Firmsconsulting/ Twitter: https://twitter.com/firmsconsulting Linkedin: https://www.linkedin.com/company/firmsconsulting

21 Sep 20195min

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